FUTURE TALENT MEETS THE INDUSTRY

ESOMAR CONGRESS 2009

Danila Helfenstein Name: Danila Helfenstein
Nationality: Swiss
University: University of Zurich, Zurich, Switzerland
Title of course/programme: Mass communication and media research
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How do you see the market research industry evolving and how can you contribute to it?

As every other economic sector, the market research industry has to come to terms with the current economic crisis. Ensuring the satisfaction of the customer could be a decisive point to reach stability. Therefore long-raging, close relations with existing, as well as potential customers are in great demand. Furthermore innovative, efficient and qualitative working approaches and project designs are crucial for achieving a quality of work, which pays off for all involved parties.

I think I can contribute to the market research as I do not only have a deep interest in, and high enthusiasm for the market and consumer research, but also could gain work experience within the marketing and PR sector by means of a trainee program. This experience – in combination with the academic research I did myself and could observe during my studies – enables me to understand both sides: researcher and customer.


What are in your opinion the necessary skills for market researchers in the present environment?

In unsure and tough times like these firms have to anticipate a surplus resulting out of the market research. Otherwise the expenses can hardly be justified. As not all researches do show immediate effects or rather take some time to pay off, it is a crucial skill to gain the trust of the customer as well as being able to emphasise and communicate the overvalue the research is able to generate. Above all, one should be strived to work effective and cost-oriented without sacrificing the state-of-the-art of scientific research. Independent of the current business situation, knowledge of methodologies and statistics undoubtedly remains a core competency.


How do you see your career unfolding and what are your aspirations?

In regard to my academic career, I just handed in my master thesis, which deals with the development, implementation and findings of an experiment about potential changes in brand attitudes caused by product placement in a self-made animation movie. During working in the marketing of an international IT company (Lenovo) in parallel to my studies of media research, I noticed that the combination of these two sectors would make a perfect match for me. Working in the marketing emerged as a double-edged sword: the competencies I was in charge of were interesting and demanding. Nevertheless facing the fact, that the quality of your work does not matter, unless you can document its effect with numbers, was an important but highly demoralising insight. Ever since, having a share in making marketing and advertising effects measurable has been an ambition of mine.

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